NOVOTEL KAPLA BUILDING EVENT by Ketchum Amsterdam

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NOVOTEL KAPLA BUILDING EVENT

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Industry Hotels & Resorts
Media Promo & PR
Market Netherlands
Agency Ketchum Amsterdam
Released February 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: ACCOR
Product/Service: HOTEL
Agency: KETCHUM PLEON
Date of First Appearance: Feb 21 2011
Entrant Company: KETCHUM PLEON, Amsterdam, THE NETHERLANDS
Entry URL: http://www.youtube.com/watch?v=VESqAlrJLZU
Principal Consultant: Anja Verheij (Ketchum Pleon)
Junior Consultant: Sandra Leenhouts (Ketchum Pleon)
Consultant: Krista Oldenburg (Ketchum Pleon)
Intern: Phyllis Maarsman (Ketchum Pleon)
Media placement: Project Website - 17 January 2011 - 17 January 2011
Media placement: Advertisement (3) - 24 January 2011 - 24 January 2011
Media placement: Flyers And Posters In Toy Stores - 25 January 2011 - 25 January 2011
Media placement: Posters In Amsterdam City - 31 January - 31 January 2011
Media placement: Mailing To Bookers And Stakeholders - 17 January 2011 - 17 January 2011
Media placement: WWF Ranger Club Mailing - 31 January 2011 - 31 January
Media placement: Event - 21 February 2011 - 21 February
Describe the objective of the promotion.
To reinforce brand awareness for the family offer 'Family & Novotel'. Children and parents should have the opportunity to come in contact with the brand in a playful way. Target from Novotel was to get 200 - 250 children at a children's event.
Describe how the promotion developed from concept to implementation.
We organised a KAPLA building event in Novotel Amsterdam City with the concept ‘Animals of the world’, including: a partnership with WWF, KAPLA profs, a famous Dutch presenter and a European record in building the tallest KAPLA giraffe’s neck.
We advertised in local media, created PR activities, and spread materials in 190 toy stores in 4 provinces. WWF sent out a national mailing to all their Ranger Club members. Photos made in an 'animal decor' were put online with a Novotel logo on it and were free to download. A 1 minute movie was made to spread on social media.
Explain why the method of promotion was most relevant to the product or service.
The event itself was a strong promotional tool, because parents and children were super enthousiastic. This has a big 'word-of-mouth effect'. The record attempt to build the tallest giraffe's neck with Kapla was the most successful ingredient of the event. It gave Novotel very valuable media exposure.
On the other hand the WWF partnership was most relevant, because it helped Novotel to position itself as a nature friendly, independent and responsible organisation. It gave Novotel&Family exposure with 90,000 WWF Ranger Club members.
Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 500 children and 200 adults visited the event, resulting in 94% happy visitors! 94% of the visitors said their expectations were fulfilled and 90% of the visitors would consider coming to the next event. The record attempt was great (Kapla profs succeeded in building a 6.6 metre high giraffe's neck, without glue!). Due to this, the 3 biggest national newspapers wrote about it. 5 items were broadcast by local radio. Novotel was highly pleased and will continue to organise the successful event every year, both in the Netherlands and in other countries. WWF promised to help again.